CHAPTER 8
The Audience Persona
BY JOE PULIZZI
Never underestimate the intelligence of the audience.
ARMANDO IANNUCCI
Repeat this sentence: “I am not the target for my content.” This thought is critical as you read this chapter. Business owners and marketers tend to bend their content to their thinking. Don’t fall into this trap.
If you are thinking and acting like a media company and publisher, everything you do with your content marketing will begin and end with your audience. If you do not understand the wants and needs of your audience, there is no way you can be successful with your content.
Most of the time, marketers think that their content audiences are the same as their buying audiences. For example, John Deere distributes The Furrow ...
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